I’m Krista Smith, a brand growth strategist and the founder of Krista Digital. I work with founder-led beauty, fashion, and lifestyle brands to make better decisions about how they position, market, and grow their businesses.

My approach to strategy comes from years spent on both sides of the work: figuring out what a brand should do and being responsible for actually getting it done.

I’ve worked across brand, marketing, ecommerce and operations, taking ideas from strategy through execution and seeing firsthand where good plans tend to fall apart. So when I make a recommendation, I’m thinking beyond what makes sense on paper. I’m thinking about what it will take to execute, who needs to own it, what you already have to work with, and whether it makes sense for the business you’re actually running.

The goal is to give you a strategy you can use, not one that assumes a bigger team, a bigger budget, or more capacity than you have.